Theme 1.3 Personalized online advertising

This theme focuses on the uses and implications of personalized advertising. The usage of personal information to tailor and target communication can generate more consumer engagement, but can also lead to privacy issues. This development raises questions such as: What is the effect of targeted advertising on consumers’ attitudes and behavior? What role do privacy concerns play in consumers’ responses toward personalized advertising? What is the actual level of personalization and targeting in online advertising? When and why do people give brands access to personal information online? Do consumers have knowledge about personalisation, and how can consumers be educated about it? Students can apply various research approaches, such as qualitative (interviews, observation) and quantitative (experiments, surveys, content analyses) approaches.

Our program

The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>